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Nielsen Adds Puerto Rico

NEW YORK: The Nielsen Co. will commence TV audience measurements in Puerto Rico next year, the company said. The island’s three largest TV stations have already signed up--Telemundo O&O WKAQ-TV, Univision affiliate WLII-TV, and WAPA-TV, an independent station.

Nielsen will derive ratings from a sample of 500 randomly selected homes. The homes will be equipped with People Meters--electronic measurement devices installed in each of the TV sets in the homes. The company said it will use “targeted monetary incentives to reach segments of the population, particularly younger homes, which historically have been difficult to recruit in Puerto Rico.”

This effort has already started; ratings are expected to be delivered early next year. Victor Vazquez will lead the operation.

(Image by Wally Gobetz)